The leading SA text giving an academic and practical perspective on public relations in the business and management environment. The updated edition includes the recently developed Global Protocol of Ethics and a revised discussion of the technological tools available to PR practitioners. All the case studies have been updated to reflect contemporary events relevant to public relations A USP feature is the inclusion of practical checklists and templates. Truly SA rather than US focis. A set of power point slides related to the case studies and the checklists accompanies the seventh edition.

Part 1 Fundamentals of public relations; 1. The scope and ethics of public relations; 2. The development of public relations; 3. The practice of public relations; 4. Public relations and research; 5. Public relations and marketing; 6. Public relations and advertising; 7. Public relations and selling; 8. Public relations and communication; 9. Effective listening; 10. Employee communication; 11. Planning a public relations programme; Part 2 Public relations and the media. ; 12. The mass media: print media; 13. The mass media: electronic media; 14. Closed circuit television and video; 15. Audiovisual media; Part 3 The techniques of public relations; 16. Effective communication: the spoken word; 17. Effective communication: the presentation of papers; 18. Business correspondance; 19. Direct email advertising; 20. Annual reports and special publications; 21. House journals; 22. Background to printing and publishing; 23. Promotional activities; 24. Sponsorships; 25. Exhibitions and trade fairs; 26. Confer

Chris SkinnerConsultant, East and Southern African Management Institute, South Africa, Llew von EssenPresident, Institute of Public Relations and Communication, South Africa, Gary MershamProfessor and Head of Department of Communication Science, University of Zululand, South Africa